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Sunweb shines in cycling with Giant-Alpecin

Dutch travel company Sunweb has agreed a two-year sponsorship deal with UCI WorldTour cycling outfit Team Giant-Alpecin.

Effective from the 2015 season, Sunweb will exploit its partnership with Team Giant-Alpecin to assist its growth strategy in Europe and internationally. The international tour operator is based in the Netherlands but also operates in Belgium, Germany, France, Denmark, Sweden and the UK.

Financial terms were not disclosed although there is scope for the tie-up to be extended beyond the end of the 2016 season. The two parties said Sunweb will become a “large co-sponsor” of the Dutch squad.

Sunweb’s founder and chief executive Joost Romeijn said: “We see this partnership and the way we plan to exploit it as a great tool to further strengthen the synergy between our product, holidays, and our expanding target group.”

German shampoo brand Alpecin agreed a four-year co-title sponsorship deal for the team in September last year, which will run through until the end of 2018. The agreement commences this month and sees the team renamed from Giant-Shimano.